Marc Jacobs: Revolutionary or PR Stuntman?
Marc Jacobs has created a brand that is coveted among thousands, if not millions, of people around the world. There are countless numbers of girls that dream of wearing a Marc Jacobs dress in real life. The only thing that could make that dream better would be modeling Marc Jacobs clothes.
That dream became a reality for a handful of women when Jacobs selected “normal” girls to become part of his #CastMeMarc campaign.
The campaign, which is for Marc Jacobs’ upcoming Marc line, enlisted girls to submit photos of themselves via Instagram with the hashtag #CastMeMarc in hopes of being selected to model for advertisements which will be printed in Teen Vogue later in August of this year.
About 70,000 girls posted photos with the hashtag and were then filtered down to 30 finalists. These 30 girls were flown to New York for a casting, and from the group nine winners who had the opportunity to be the face of Marc Jacobs’ Fall/Winter 2014 clothing line, which was photographed in May 2014 by David Sims.
Jacobs tells Women’s Wear Daily of the campaign, “We wanted the ads to shout with youth and energy … to be fresh and reclaim the spirit that the collection had when we first conceived of it — to be another collection, not a second line.”
Unfortunately, the campaign may not be as positive and forward thinking as Marc Jacobs’ representatives might like to think. According to The Daily Beast, “It’s unclear whether these very real and authentic people are being paid as much (if at all) as previous faces of Marc by Marc campaigns.” The article continues by reminding us that Marc Jacobs was involved in some controversy earlier in 2012 when a model complained that she was not paid for her hours of work in fashion week, but instead given clothing trades.
Marc Jacobs responded to the criticism on Twitter by saying “Models are paid in trade [clothes]. If they don’t want to work w/us, they don’t have to.”
So far, it is not clear whether or not Jacobs has paid his models in cash or trade for his Fall/Winter 2014 campaign. What is certain, though, is that he saved a lot of money by cutting out the middle man and avoiding modeling agencies for this campaign.
We will eagerly await the verdict on Marc Jacobs’ payment methods. Until then, we can’t wait for the campaign come out in August.
What are your thoughts on recruiting models through social media? Let us know in the comments below or tweet me @LydiaYekalam